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Otro ejemplo es Ikea, que decidió llevar a cabo actividades de forma distinta a
sus rivales. Logró entender que sus clientes estaban dispuestos a cambiar
servicio por costo.
Los trade offs son necesarios para la estrategia. Crean la necesidad de una
ELECCION y LIMITAN lo que ofrece una compañía.
2. Reinforcing of activities: Generating activities that aim at the same value. For
instance TV advertising + packaging change + massive distribution= more
impulsive buying than any activity alone could have generate.
Positions built on systems of activities are far more sustainable than those built on individual
activities. Achieving fit Is difficult because it requires the integration of decisions and actions
across many independent sub units. Competitors can try to copy strategy and fit but because fit is
very difficult to imitate, rivals with similar strategy tend to fall behind.
Strategy should have long horizon and be continually fostering improvement in individual activities
and the fit across activities. Conversely, frequent shifts in positioning /strategy are costly. Not only
must a company reconfigure individual activities, but it must also realign its entire system. Some
activities may never catch up to an excessive rate of change.
STRATEGY IS CREATING FIT AMONG A COMPANY’S ACTIVITIES.
V. Rediscovering strategy
Failure to choose: Caught up in many management paradigms, many managers simply do not
understand the need to have a strategy. Also trade-offs implied in strategic acting are frightening,
and making no choice is sometimes preferred to risking blame for a bad choice. Companies will
rather imitate one another in a type of herd behavior, each assuming rivals know something they
don’t.
The growth trap: Trade-offs and limits appear to constrain growth. Compromises and
inconsistencies in the pursuit of growth will erode the competitive advantage a company had with
its original varieties or target customers.
Profitable Growth: incur on activities, features, or forms of competition that are feasible or less
costly to the company because of complementary activities that the company performs.
The Role of leadership: Developing or reestablishing strategy depends on leadership-In many
companies, leadership has degenerates into orchestrating operational improvements and making
deals. Managers should communicate strategy and positing, make trade-offs and forge fit. Strategy
requires managerial discipline.
Improving operational effectiveness is not strategy. Strategic agenda includes: defending a unique
position, making clear trade-offs and tightening fit. Strategy is not static it should change according
to structural changes in the industry.